Negative Reviews Have Major Impact on Online Shopping Decisions
Posted on Sep 02, 2011 |
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Tags: Blogging, E-commerce, Online Marketing, Social Media
In a recent survey performed by Cone, a brand marketing agency, results show that 80% of those interviewed have changed their purchase decision based upon a bad review they read, up from 68% in 2010.
Negative vs Positive Reviews and their Impact on Shopping Decisions
According to the survey, negative information that people have read online has increased the percentage of those who were looking to buy a product to not buy it, up 12% in over 1 year. On the flip side, positive reviews have increased as well the reinforcement of a buyer making an online purchase of a product.
Where do Consumers Go to do Research Online before Purchasing an Item?
The survey also interviewed to find out how and where they find there information about a product prior to purchasing.
For the most part, the status quo of 2010 is the same for 2011. The most used item was simply doing their own research online. This increased from 61% in 2010 to 69% in 2011. Second was searching for consumer or user reviews. This jumped up 9% from 55% to 64%. Searching product/service websites was 3rd, followed by looking online from product experts.
The 5th spot was blogs, but was important to note for this category is it's enormous growth, from only 28% in 2010 to 42% in 2011. This is a great sign for those who believe that blogging can help mold/shift product sales. In last place, and by a mile, is social media. Social Media, although extremely popular, has yet to be a major player when it comes to shopping habits.
Do you agree with this Survey?
What are your thoughts and opinions of this? Do you agree with these percentages? Have you experienced not making a purchase because of a negative review?
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